Brand Exposure Makes Decisions Easier

The most consequential use of brands by consumers occurs during decision making episodes. We propose that this causes consumers to initiate a cognitive readiness for decision making when merely exposed to brands. Such readiness subsequently makes unrelated decisions (e.g., “What should I do during an hour of free time?”) easier.


Ryan Rahinel, Ashley Otto, Joshua Clarkson, and Daniel Grossman (2015) ,"Brand Exposure Makes Decisions Easier", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 163-169.


Ryan Rahinel, University of Cincinnati, USA
Ashley Otto, University of Cincinnati, USA
Joshua Clarkson, University of Cincinnati, USA
Daniel Grossman, University of Cincinnati, USA


NA - Advances in Consumer Research Volume 43 | 2015

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